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Six Ways To Make Relationship Capital Your Most Valuable Asset


Jared Yellin, Co-Founder of 10X Incubator, Launching 10,000 Tech Companies in 10 Years

“It’s simple: run ads on every platform to drive traffic to a page where people opt in to get a free report; then you send a series of emails, text messages, bot messages, etc., to direct them to a small offer and then upsell them to a larger offer and then incentivize them to become an affiliate where they make it their life mission to sell your products/services.”

It seems like everyone has the same advice, and they make it seem so easy. Just create a funnel, drive people to it and they’ll buy. But if it’s that easy, why isn’t everyone succeeding?

As someone who understands online marketing, offline marketing, sales and how to drive people to action, I can tell you that the above strategy works, but not every time and definitely not for every person.

The resources required to successfully deploy the “funnel strategy” are:

1. Big Budget

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2. Copywriting Skills

3. Graphic Design Skills

4. Software Solutions

5. Digital Advertising Knowledge

6. Marketers And Salespeople

I don’t know about you, but the vast majority of people who have a product, service, message or mission don’t have most of that list, because those items are not the reason you became what you are. You became what you are because of your burning desire to solve a problem for people. And what you are about to learn is the worst-kept secret in all of entrepreneurship:

Your greatest asset is your relationships.

Here are six ways to make relationships your No. 1 business accelerator.

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1. Find out where your ideal relationships congregate and who has the keys to this kingdom.

Someone has already done the work for you. They have a tribe, a community, a group, and everyone inside this ecosystem is looking for your solution. The key is to find the person who holds the keys to the kingdom and then find out what matters most to this person.

Unlocking this kingdom will outperform any strategy you could ever deploy to grow your business faster. 

2. Lead with your motive.

Genuinely caring about helping other people more than yourself is the only way relationship acceleration will ever work. If anyone ever feels that your actions lack authenticity, it’s over. The moment I feel someone has an ulterior motive, I shut down — even though I know everyone has an ulterior motive.

For example, my ulterior motive is to become the first stop instead of the last stop on every journey an entrepreneur takes when they want to launch a tech company. So I tell people this, and then I find out what I can do to help them accomplish what matters most to them, but they will never forget what matters most to me as well.

The key is to be upfront with your desires so no one ever questions your motives — they know them already!

3. Become memorable for the right reasons.

I always make it my mission for people to dream about me after they meet me. Here’s how I do it:

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Step 1: I declare my moonshot.

Step 2: I take so much action so quickly that people think I am crazy…and onto something.

Step 3: I talk about what I am doing all the time.

Make it a priority to become the most memorable person of the month for each person you meet.

4. Do more than you say you will do by over-promising and then over-delivering.

Most people will under-commit so they can over-deliver, whereas I believe you should over-promise, then over-deliver on your over-promise.

The way I typically do this is by asking a new relationship for their no. 1 accelerator. “Who will accelerate your business more than anyone else?”

Once they tell me, I find a way to connect them with this person along with at least two others. Their mind is always blown when this happens. Plus, they know my motive so they are trying to help me as well.

5. Step into omnipresence.

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Both new and existing relationships truly believe I am everywhere because of the consistency of my efforts. This is the most controllable variable in the world of relationship capital, also known as your effort and intentionality. 

Whether I know someone for a minute or many years, they will never forget me because of the amount of content, press, strategic alliances and positive noise I make. I also take responsibility to follow up incessantly with people to show them everything I am doing — not tell them, show them.

6. Scroll and listen to the universe.

My final secret to using relationships capital as your no. 1 business accelerator is to have a daily discipline (yes, weekends too) of 15 minutes to scroll and listen. Scroll through your phone, texts, Facebook, Instagram, Linkedin, etc., and listen to the universe. When someone shows up multiple times in a short period of time, or someone catches your attention when you are scrolling, pay attention. Reach out and see where this relationship might take you.

An Even Playing Field

Do you feel like you are swimming upstream in your business? Computers are confusing, social media is overwhelming, technology is a disaster…What is TikTok?

What I’ve shared with you is a route to an even playing field — maybe even a competitive advantage for more mature business owners, as you have decades of relationship capital just sitting there, the single greatest source of new opportunities for your business.

You are one relationship away from a positive explosion.


Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?

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